MSQ’s Stack turns traffic policeman for busy London street

Do agencies really help the public good? When London’s Camden Council in its wisdom decided to make busy thoroughfare Tottenham Court Road two-way there were a number of accidents, some serious, as people had been used to it being one-way for years. And TCR hosts a torrent of buses, cars and vans.

So agency Stack – which resides at 90 TCR as part of MSQ Partners – decided to take the law into its own hands (sort of) with local business development body The Fitzrovia Partnership – and launch an outdoor, social and experiential campaign ‘Look Both Ways,’ featuring people who work in and around TCR. Here’s Richard from FitnessFirst.

Stack ECD Iain Hunter says: “We felt that the initial warning signage created by the Council was too low level and wouldn’t stand out on a street as vibrant and colourful as Tottenham Court Road. So when accidents started to happen, we took matters into our own hands. The Tottenham Court Road community has welcomed our campaign with open arms, agreeing to run the ads in their place of business and even feature in them too.”

Stack’s fellow MSQ Partners agency The Gate provided media support, securing prominent sites along Tottenham Court Road, including the 48-sheet digital displays by Goodge Street station – the scene of one of the most severe accidents so far.

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